Innovation in Public Services: The Case of Moroccan Government
DOI:
https://doi.org/10.4335/20.4.989-1010(2022)Keywords:
public service, new public management, public value, business model, 5W1H, Moroccan governmentAbstract
Public service innovation and New public Management’ are two domains of research that have been developed independently. However, they share a common concept that is ‘Public service’. To improve the efficiency of public services, understanding the public value delivered to citizens is essential. Business model innovation allows evaluating the value created for consumers and pinpoint exactly citizen’s needs and expectations. This paper presents a new approach to innovate public services and identify opportunities to enhance public service delivery. The 5W1H business model allows to analyze public services, how are they created, who are their consumers, when and where are they provided and what public value are delivered. We support our argument with findings from a study conducted by the Moroccan Ministry of Administration and Public Service Reform. The results indicate that the classification of public services according to the public value is a baseline for improving the process of their delivery and the need for serious reflection to strengthen the digital transformation of administrative procedures.
References
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Chesbrough, H. (2010) Business Model Innovation : Opportunities and Barriers, Long Range Planning, 43(2‑3), pp. 354‑363, https://doi.org/10.1016/j.lrp.2009.07.010.
Cho, C. & Lee, S. (2015) How Firms Can Get Ideas from Users for Sustainable Business Innovation, Sustainability, 7(12), pp. 16039‑16059, https://doi.org/10.3390/su71215802.
de Graaf, G. & Paanakker, H. (2015) Good Governance : Performance Values and Procedural Values in Conflict, The American Review of Public Administration, 45(6), pp. 635‑652, https://doi.org/10.1177/0275074014529361.
Delafontaine, M, Neutens, T, Schwanen, T & Van de Weghe, N. (2011) The Impact of Opening Hours on The Equity of Individual Space-time Accessibility, Computers, Environment and Urban Systems, 35(4), pp. 276-288.
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Grönroos, C. (2006) Adopting a Service Logic for Marketing, Marketing Theory, 6(3), pp. 317‑333, https://doi.org/10.1177/1470593106066794.
Grustam, A. S., Vrijhoef, H. J. M., Koymans, R., Poulikidis, V. & Severens, J. L. (2018) Extending the Business-to-Business (B2B) Model Towards a Business-to-Consumer (B2C) Model for Telemonitoring Patients with Chronic Heart Failure (CHF), Journal of Business Models, 6(3), pp. 106-129.
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Jansen, A. & Ølnes, S. (2016) The Nature of Public E-services and Their Quality Dimensions, Government Information Quarterly, 33(4), pp. 647‑657, https://doi.org/10.1016/j.giq.2016.08.005.
O’Sullivan, J., Edmond, D. & Ter-Hofstede, A. (2002) What’s in a Service?, Computer Science-Distributed and Parallel Databases, 12(2), pp. 117‑133.
La Réforme Administrative au Maroc (2002) La Réforme Administrative au Maroc, available at: http://www.albacharia.ma/xmlui/bitstream/handle/123456789/31121/0876Reforme_administrative_au_Maroc_%282002%29o.pdf?sequence=1 (November, 2021).
Liddle, J. (2018) Public Value Management and New Public Governance : Key Traits, Issues and Developments, In: Ongaro, E. & Van Thiel, S. (eds.) The Palgrave Handbook of Public Administration and Management in Europe (London: Palgrave Macmillan UK), pp. 967‑990, https://doi.org/10.1057/978-1-137-55269-3_49.
Lindgren, I. & Jansson, G. (2013) Electronic Services in The Public Sector : A Conceptual Framework, Government Information Quarterly, 30(2), pp. 163‑172, https://doi.org/10.1016/j.giq.2012.10.005.
Lovelock, C. (1983) Classifying Services to Gain Strategic Marketing Insights, Journal of Marketing, 47(3), pp. 9‑20.
Magnussen, S. (2021) Creating Value in Public Services : The Struggle between Private and Public Interests?, The Innovation Journal: The Public Sector Innovation Journal, 26(1), pp. 1‑17.
Martins, H. F., Mota, J. P. & Marini, C. (2019) Business models in the public domain : The public governance canvas, Cadernos EBAPE.BR, 17(1), pp. 49‑67, https://doi.org/10.1590/1679-395167893.
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Mériade, L., El Khamlichi, A. & Sahib Eddine, A. (2020) Les valeurs publiques entre stabilité et dynamisme : Une exploration du management public marocain, Management international, 24(3), pp. 175‑194, https://doi.org/10.7202/1072631ar.
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Mounira, B. (2021) L’E-gouvernement : Approche algérienne, Revue Algérienne de la Sécurité Humaine janvier, 6(1), p. 17.
Panagiotopoulos, P., Klievink, B. & Cordella, A. (2019) Public value creation in digital government, Government Information Quarterly, 36(4), https://doi.org/10.1016/j.giq.2019.101421.
Pratama, A. B. (2019) The landscape of public service innovation in Indonesia : A comprehensive analysis of its characteristic and trend, Innovation & Management Review, 17(1), pp. 25‑40, https://doi.org/10.1108/INMR-11-2018-0080.
Rathmell, J. M. (1966) What Is Meant by Services?, Journal of Marketing, 30(4), pp. 32‑36, https://doi.org/10.2307/1249496.
Schillo, R. S. & Robinson, R. M. (2017) Inclusive Innovation in Developed Countries : The Who, What, Why, and How, Technology Innovation Management Review, 7(7), p. 13.
Sønderskov, M. & Rønning, R. (2021) Public Service Logic : An Appropriate Recipe for Improving Serviceness in the Public Sector?, Administrative Sciences, 11(3), p. 64, https://doi.org/10.3390/admsci11030064.
Spicker, P. (2009) The Nature of a Public Service, International Journal of Public Administration, 32(11), pp. 970‑991, https://doi.org/10.1080/01900690903050927.
Sucupira, G., Saab, F., Demo, G. & Bermejo, P. H. (2019) Innovation in public administration : Itineraries of Brazilian scientific production and new research possibilities, Innovation & Management Review, 16(1), pp. 72‑90, https://doi.org/10.1108/INMR-03-2018-0004.
Tomo, A. (2019) Bureaucracy, Post-Bureaucracy, or Anarchy? Evidence from the Italian Public Administration, International Journal of Public Administration, 42(6), pp. 482‑496, https://doi.org/10.1080/01900692.2018.1485045.
Trischler, J. & Westman Trischler, J. (2021) Design for experience – a public service design approach in the age of digitalization, Public Management Review, 24(8), pp. 1251-1270, https://doi.org/10.1080/14719037.2021.1899272.
Yotawut, M. (2018) Examining progress in research on public value, Kasetsart Journal of Social Sciences, 39(1), pp. 168‑173, https://doi.org/10.1016/j.kjss.2017.12.005.
Pesqueux Y. (2020) New Public Management (NPM) et Nouvelle Gestion Publique (NGP) [Doctorat] (France).
Zhang, M., Chen, H. & Luo, A. (2018) A Systematic Review of Business-IT Alignment Research With Enterprise Architecture, IEEE Access, 6, pp. 18933‑18944, https://doi.org/10.1109/ACCESS.2018.2819185.
Zia, Y. A. & Khan, M. Z. (2014) A Comparative Review of Traditional and New Public Administration and Critique of New Public Management, The Dialogue, 9(4), pp. 428-442.
Andersson, P. & Mattsson, L.-G. (2018) Digital Transformation Supporting Public Service Innovation: Business Model Challenges and Sustainable Development Opportunities (Managing digital transformation), pp. 217-243.
Azelmad, M. S. (2018) E-government Whole-of-government Approach for Good Governance : Initiatives from Morocco, African Journal of Governance and Development, 7(2), pp. 24‑34.
Bartiche, S. & Erraoui, E. H. (2021) Le Nouveau Management Public : Outil de performance des organisations publiques, International Journal of Accounting, Finance, Auditing, Management and Economics, 2(6-1), pp. 227-246, https://doi.org/10.5281/ZENODO.5730588.
Benaddi, H., Laaz, N., Kettani, E. E. & Hannad, Y. (2022) Ontology Model for Public Services in Morocco Based on 5W1H Approach : PSOM-eGovMa, Procedia Computer Science, 198, pp. 429‑434, https://doi.org/10.1016/j.procs.2021.12.265.
Broadbent, J. & Guthrie, J. (2008) Public Sector to Public Services : 20 Years of “Contextual” Accounting Research, Accounting, Auditing & Accountability Journal, 21(2), pp. 129‑169, https://doi.org/10.1108/09513570810854383.
Chakma, K., Das, A. & Debbarma, S. (2019) Deep Semantic Role Labeling for Tweets using 5W1H : Who, What, When, Where, Why and How, Computación y Sistemas, 23(3), pp. 751‑763, https://doi.org/10.13053/cys-23-3-3253.
Chesbrough, H. (2010) Business Model Innovation : Opportunities and Barriers, Long Range Planning, 43(2‑3), pp. 354‑363, https://doi.org/10.1016/j.lrp.2009.07.010.
Cho, C. & Lee, S. (2015) How Firms Can Get Ideas from Users for Sustainable Business Innovation, Sustainability, 7(12), pp. 16039‑16059, https://doi.org/10.3390/su71215802.
de Graaf, G. & Paanakker, H. (2015) Good Governance : Performance Values and Procedural Values in Conflict, The American Review of Public Administration, 45(6), pp. 635‑652, https://doi.org/10.1177/0275074014529361.
Delafontaine, M, Neutens, T, Schwanen, T & Van de Weghe, N. (2011) The Impact of Opening Hours on The Equity of Individual Space-time Accessibility, Computers, Environment and Urban Systems, 35(4), pp. 276-288.
de Oliveira, L. F. & Júnior, C. D. dos S. (2018) Public value innovation : A theoretical framework based on system dynamics, Proceedings of the 19th Annual International Conference on Digital Government Research: Governance in the Data Age, pp. 1‑9, https://doi.org/10.1145/3209281.3209357.
Desmarchelier, B., Djellal, F. & Gallouj, F. (2019) L’innovation dans les services publics à la lumière des paradigmes de l’administration publique et des perspectives de l’innovation de service, European Review of Service Economics and Management, 2(8), pp. 91-120, https://doi.org/10.15122/ISBN.978-2-406-09862-1.P.0091.
Dictionary Cambridge (2020) Dictionary Cambridge (Cambridge: Cambridge University Press), available at: https://dictionary.cambridge.org/dictionary/english/public (February, 2022).
Eriksson, E. & Hellström, A. (2021) Multi‐actor Resource Integration : A Service Approach in Public Management, British Journal of Management, 32(2), pp. 456‑472, https://doi.org/10.1111/1467-8551.12414.
Gasova, K. & Stofkova, K. (2017) E-Government as a Quality Improvement Tool for Citizens’ Services, Procedia Engineering, 192, pp. 225‑230, https://doi.org/10.1016/j.proeng.2017.06.039.
Geum, Y., Jeon, H. & Lee, H. (2016) Developing new smart services using integrated morphological analysis : Integration of the market-pull and technology-push approach, Service Business, 10(3), pp. 531‑555, https://doi.org/10.1007/s11628-015-0281-2.
Gim, J., Lee, S. & Joo, W. (2018) A Study of Prescriptive Analysis Framework for Human Care Services Based On CKAN Cloud, Journal of Sensors, 2018, pp. 1‑10, https://doi.org/10.1155/2018/6167385.
Glor, E. D. (2019) Factors and Factor Clusters Most Influential in Introduction and Global Fate of Innovations and their Organizations – IV, The Innovation Journal: The Public Sector Innovation Journal, 24(2), pp. 1-34.
Gonzalez, R., Llopis, J. & Gasco, J. (2013) Innovation in public services : The case of Spanish local government, Journal of Business Research, 66(10), pp. 2024‑2033, https://doi.org/10.1016/j.jbusres.2013.02.028.
Grönroos, C. (2006) Adopting a Service Logic for Marketing, Marketing Theory, 6(3), pp. 317‑333, https://doi.org/10.1177/1470593106066794.
Grustam, A. S., Vrijhoef, H. J. M., Koymans, R., Poulikidis, V. & Severens, J. L. (2018) Extending the Business-to-Business (B2B) Model Towards a Business-to-Consumer (B2C) Model for Telemonitoring Patients with Chronic Heart Failure (CHF), Journal of Business Models, 6(3), pp. 106-129.
Guide Méthodologique de Simplification des Procédures Administratives (2016) Guide Méthodologique de Simplification des Procédures Administratives, available at: https://www.mmsp.gov.ma/uploads/documents/Guide%20methodologique%20de%20simplification%20des%20procedures%20Administratives.2016.Vfr.pdf (June, 2021).
Haddad, A., Mssassi, S. & Makkaoui, M. (2020) Contribution Du Management Par La Qualité A L’étude Systémique Des Dimensions De La Réforme Administrative : Revue De Littérature Et Proposition D’un Modèle Conceptuel Pour Le Service Public, European Scientific Journal ESJ, 16(13), pp. 232-259, https://doi.org/10.19044/esj.2020.v16n13p232.
Halili, R. & Kukovič, S. (2022) Organizational and Structural Approaches on Administrative Simplification : The Case of Kosovo, Administrative Sciences, 12(1), p. 18, https://doi.org/10.3390/admsci12010018.
Jansen, A. & Ølnes, S. (2016) The Nature of Public E-services and Their Quality Dimensions, Government Information Quarterly, 33(4), pp. 647‑657, https://doi.org/10.1016/j.giq.2016.08.005.
O’Sullivan, J., Edmond, D. & Ter-Hofstede, A. (2002) What’s in a Service?, Computer Science-Distributed and Parallel Databases, 12(2), pp. 117‑133.
La Réforme Administrative au Maroc (2002) La Réforme Administrative au Maroc, available at: http://www.albacharia.ma/xmlui/bitstream/handle/123456789/31121/0876Reforme_administrative_au_Maroc_%282002%29o.pdf?sequence=1 (November, 2021).
Liddle, J. (2018) Public Value Management and New Public Governance : Key Traits, Issues and Developments, In: Ongaro, E. & Van Thiel, S. (eds.) The Palgrave Handbook of Public Administration and Management in Europe (London: Palgrave Macmillan UK), pp. 967‑990, https://doi.org/10.1057/978-1-137-55269-3_49.
Lindgren, I. & Jansson, G. (2013) Electronic Services in The Public Sector : A Conceptual Framework, Government Information Quarterly, 30(2), pp. 163‑172, https://doi.org/10.1016/j.giq.2012.10.005.
Lovelock, C. (1983) Classifying Services to Gain Strategic Marketing Insights, Journal of Marketing, 47(3), pp. 9‑20.
Magnussen, S. (2021) Creating Value in Public Services : The Struggle between Private and Public Interests?, The Innovation Journal: The Public Sector Innovation Journal, 26(1), pp. 1‑17.
Martins, H. F., Mota, J. P. & Marini, C. (2019) Business models in the public domain : The public governance canvas, Cadernos EBAPE.BR, 17(1), pp. 49‑67, https://doi.org/10.1590/1679-395167893.
Matei, A. (2014) Enhancing the capacity for innovation of public administration. An exploratory study on e-Governance, ICT, knowledge management in Romania, Theoretical and Applied Economics, XXI(11(600)), pp. 7‑26.
Mériade, L., El Khamlichi, A. & Sahib Eddine, A. (2020) Les valeurs publiques entre stabilité et dynamisme : Une exploration du management public marocain, Management international, 24(3), pp. 175‑194, https://doi.org/10.7202/1072631ar.
Ministère de la Réforme de l’Administration et de la Fonction Publique pour (2018) Plan National de la Réforme de l’Administration 2018 –2021, available at: https://www.mmsp.gov.ma/uploads/documents/PNRA2018-2021%20_Fr.pdf (August, 2021).
Mounira, B. (2021) L’E-gouvernement : Approche algérienne, Revue Algérienne de la Sécurité Humaine janvier, 6(1), p. 17.
Panagiotopoulos, P., Klievink, B. & Cordella, A. (2019) Public value creation in digital government, Government Information Quarterly, 36(4), https://doi.org/10.1016/j.giq.2019.101421.
Pratama, A. B. (2019) The landscape of public service innovation in Indonesia : A comprehensive analysis of its characteristic and trend, Innovation & Management Review, 17(1), pp. 25‑40, https://doi.org/10.1108/INMR-11-2018-0080.
Rathmell, J. M. (1966) What Is Meant by Services?, Journal of Marketing, 30(4), pp. 32‑36, https://doi.org/10.2307/1249496.
Schillo, R. S. & Robinson, R. M. (2017) Inclusive Innovation in Developed Countries : The Who, What, Why, and How, Technology Innovation Management Review, 7(7), p. 13.
Sønderskov, M. & Rønning, R. (2021) Public Service Logic : An Appropriate Recipe for Improving Serviceness in the Public Sector?, Administrative Sciences, 11(3), p. 64, https://doi.org/10.3390/admsci11030064.
Spicker, P. (2009) The Nature of a Public Service, International Journal of Public Administration, 32(11), pp. 970‑991, https://doi.org/10.1080/01900690903050927.
Sucupira, G., Saab, F., Demo, G. & Bermejo, P. H. (2019) Innovation in public administration : Itineraries of Brazilian scientific production and new research possibilities, Innovation & Management Review, 16(1), pp. 72‑90, https://doi.org/10.1108/INMR-03-2018-0004.
Tomo, A. (2019) Bureaucracy, Post-Bureaucracy, or Anarchy? Evidence from the Italian Public Administration, International Journal of Public Administration, 42(6), pp. 482‑496, https://doi.org/10.1080/01900692.2018.1485045.
Trischler, J. & Westman Trischler, J. (2021) Design for experience – a public service design approach in the age of digitalization, Public Management Review, 24(8), pp. 1251-1270, https://doi.org/10.1080/14719037.2021.1899272.
Yotawut, M. (2018) Examining progress in research on public value, Kasetsart Journal of Social Sciences, 39(1), pp. 168‑173, https://doi.org/10.1016/j.kjss.2017.12.005.
Pesqueux Y. (2020) New Public Management (NPM) et Nouvelle Gestion Publique (NGP) [Doctorat] (France).
Zhang, M., Chen, H. & Luo, A. (2018) A Systematic Review of Business-IT Alignment Research With Enterprise Architecture, IEEE Access, 6, pp. 18933‑18944, https://doi.org/10.1109/ACCESS.2018.2819185.
Zia, Y. A. & Khan, M. Z. (2014) A Comparative Review of Traditional and New Public Administration and Critique of New Public Management, The Dialogue, 9(4), pp. 428-442.
